The Influence of Visceral States on Forecasts of Future Events

Clayton R. Critcher , Cornell University, USA
Jane L. Risen, University of Chicago, USA
We propose that visceral states (e.g., warmth, thirst) can influence judgments of the future due to visceral fit—a match between one’s present visceral state and a future state of the world that would cause that visceral state. Participants in a hot (outdoor or indoor) environment stated that global warming was a settled fact. Thirsty participants were more persuaded by a video suggesting the American Southwest may experience severe water shortages. Merely priming the concepts of “warmth” or “thirst” did not have analogous effects. These studies present a novel route by which visceral states may influence judgment.
[ to cite ]:
Clayton R. Critcher and Jane L. Risen (2010) ,"The Influence of Visceral States on Forecasts of Future Events", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 85-88 .